Lynda - Branding Fundamentals with Drew Boyd
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2boweb
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Lynda - Branding Fundamentals with Drew Boyd Subject: Marketing 1h 26m Beginner Feb 10, 2015 | Uploaded in Feb 26, 2015 by 2boweb Image Get a framework for branding, and learn how to develop and launch a brand and measure its success. This course explains how to define and position a brand and communicate the brand effectively internally, to employees, and externally, via social media, PR, advertising, packaging, and other channels. Author Drew Boyd, a marketing expert with over three decades of experience, then explains how to measure brand performance in categories such as authenticity, relevance, differentiation, consistency, presence, and understanding. The course concludes with solid steps for periodically reviewing the brand and its effectiveness, especially when there are significant changes that could impact the brand. Topics include: • Identifying your core values and drivers • Linking your business model to the brand • Identifying customers • Developing your brand promise • Expressing brand identity • Creating a brand book • Expressing brand in social channels, through advertising, and in packaging • Measuring brand performance \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\
| 03. Defining the Brand/03_03-Deciding on what to brand.mp4 | 32.72 MiB |
| 06. Communicating the Brand Internally/06_01-Identifying the internal channels.mp4 | 32.41 MiB |
| 05. Expressing the Brand Identity/05_01-Developing the brands name.mp4 | 31.64 MiB |
| 03. Defining the Brand/03_05-Identifying the brand personality.mp4 | 31.18 MiB |
| 03. Defining the Brand/03_02-Creating brand drivers.mp4 | 30.75 MiB |
| 03. Defining the Brand/03_01-Identifying your core values and purpose.mp4 | 30.32 MiB |
| 05. Expressing the Brand Identity/05_02-Creating the brands look and feel.mp4 | 28.55 MiB |
| 07. Communicating the Brand Externally/07_04-Creating branded spaces and environments.mp4 | 28.46 MiB |
| 07. Communicating the Brand Externally/07_02-Expressing the brand in digital and social channels.mp4 | 28.36 MiB |
| 03. Defining the Brand/03_04-Designing your brand architecture.mp4 | 27.4 MiB |
| 04. Positioning the Brand/04_03-Developing your brand promise The value proposition.mp4 | 27.14 MiB |
| 06. Communicating the Brand Internally/06_03-Linking the brand to product and service design.mp4 | 26.49 MiB |
| 02. Understanding Branding/02_01-What is a brand.mp4 | 25.29 MiB |
| 07. Communicating the Brand Externally/07_01-Identifying the external channels.mp4 | 24.55 MiB |
| 09. Conclusion/09_01-Next steps.mp4 | 24.31 MiB |
| 08. Measuring Brand Performance and Value/08_01-Understanding brand performance.mp4 | 24.04 MiB |
| 02. Understanding Branding/02_03-Understanding the branding process.mp4 | 23.47 MiB |
| 04. Positioning the Brand/04_02-Understanding your customers beliefs.mp4 | 22.86 MiB |
| 08. Measuring Brand Performance and Value/08_02-Managing brand equity.mp4 | 22.29 MiB |
| 05. Expressing the Brand Identity/05_03-Creating the brandpromise touchpoints.mp4 | 21.19 MiB |
| 04. Positioning the Brand/04_01-Identifying your customers.mp4 | 20.83 MiB |
| 07. Communicating the Brand Externally/07_03-Expressing the brand through packaging.mp4 | 20.54 MiB |
| 06. Communicating the Brand Internally/06_02-Creating the brand book.mp4 | 16.01 MiB |
| 01. Introduction/01_02-What you should know before watching this course.mp4 | 15.46 MiB |
| 02. Understanding Branding/02_02-Understanding why brands are important.mp4 | 14.62 MiB |
| 01. Introduction/01_01-Welcome.mp4 | 13.06 MiB |
